DIGITAL MARKETING STRATEGIES AT LARGE COMPANIES. Cradle Fund Presentation

Transcription

1 DIGITAL MARKETING STRATEGIES AT LARGE COMPANIES Cradle Fund Presentation

2 You are not a large company Spend more in a month then you will ever get in seed funding Shock and awe launch Huge teams of people focused on just doing one thing Cover every conceivable marketing channel Everything gets more complicated the bigger you get Limits to volume so CaC goes up

3 Role of marketing manager Goal of online marketing is to drive traffic to your business /website at: 1. Lowest cost 1. -> Profit per customer 2. Highest quality 1. -> Conversion Good marketing managers can and need to do BOTH! This gets hard when you need to bigger volumes

4 Marketing is more than generating traffic show me the money! SEM, Social, Display. Your Website Conversion AKA Sale 1 Attracting 2 Conversion TO the site (ie. Visitors, CTR) Converting Conversion ON the site (ie. Conversions, CR)

5 Channels tracked for orders Google / cpc Google / organic Sociomantic / Retargeting Facebook / Social Media Paid Facebook.com / referral Facebook / Social Media Newsletter / PR (direct) / (none) On site Homepage / Slider-Banner

6 5 pillars of conversion rate at ecommerce 1. Quality of traffic 1. Marketing team 2. Volume of traffic 1. No traffic = no sales 2. Marketing team 3. Price 1. Buying team 4. Assortment 1. Buying team 5. Quality and relevancy of landing page 1. Onsite team In Asia TRUST and CONVENIENCE are key!

7 Watch out for last click attribution

8 Marketing can get really expensive when you get big (and market small) CPO Market education cost # Customers

9 Marketing as a function of growth not profit (Groupon ASCOI..) Revenue - COGS = Profit contribution 1 - All other non-marketing costs = Profit contribution 2 - Marketing cost = Profit contribution 3 (=EBITDA)

10 Don t focus on offline Focus is on online Why? Trackable (KEY!) Purchasing intent / Already on a computer Generally better CAC When do offline? You have spent so much cash online it gets expensive Brand building (Suppliers like it) Halo effect of multi-channel marketing TV costs a lot, but can bump sales fast!

11 Key learnings to apply Test everything that moves Develop a hypothesis, list assumptions and test them Focus on what converts and kill what doesn t Know your numbers!

12 SEM Thousands of campaigns (Bundles of keywords) Need to capture all the volume you can across long tail Perfect for capturing specific purchasing intent Need to track all the time, ultimate binary keep/kill GDN (Display) and FB are good traffic driver, but quality lower than SEM

13 SEO Long-term approach, think months and years Really important to drive down marketing cost over time, need to start Can also help cover up bad bloggers Contribute to increasing your google ranking (Get on the first page) Want to get lots of backlinks Sites with good rep are more valuable (pareto) You can call/ people and ask!

14 Newsletter examples Newsletters are a great source of converts Get higher LTV by re-activating Smiley faces in subject headers Sending from a person s name not a company Segmentation to target different kinds of users Timing of the day you send Open rates Check what they look like across different clients Outlook often weird

15 Social Media Focus on Facebook, don t care about others Gadgets go viral and convert well Boring stuff does not get shared Generally low IQ People like cats (Engagement) Social, social sharing have higher quality traffic at attractive cost

16 Affiliates Beware, think of affiliates like real people If you do not convert they will kill you and will be difficult to sign them again How much you pay doesn t matter if don t convert!

17 Sneaky and scrappy (AKA latent markets) Some models, people aren t looking for you Twitter, Glossybox/Birchbox Content marketing can get you going (Forum posts) We are 3 girls and not enough guys signed up Viral Dollar shave club! Generating content for social sharing Memes

18 Retargeting (Sociomantic) Ultimate stalking This is why you see ads everywhere after going to Lazada CAC is really good